FEATURED WORK:

Sleep Outfitters.


THE CHALLENGE:

Create a strategic market-entry plan for the successful introduction of the Sleep Outfitters brand into the Knoxville area. We were focused on driving sales during the event and attracting customers to new stores.

THE KEY INSIGHT:

Typically, mattress brands are very promotional, especially with Grand Openings. We knew we had to take a totally different approach and emphasize a better shopping experience, which is what sets Sleep Outfitters apart.

OUR SOLUTION:

Our plan had three phases:

  • Planning and Market Softening (60 days out)

  • Customer Activation (Grand Opening + 4 weeks)

  • Customer Momentum (several months beyond launch)

Our strategy focused on choosing a mix of paid, owned, earned and shared tactics to raise awareness in Knoxville and show why Sleep Outfitters was worth visiting during their grand opening event. We also demonstrated the brand's commitment to the community by partnering with influential people and organizations already in the area.

 
 

THE RESULTS:


170%
— Exceeded sales goals in the first 3 weeks
200%
— Return on ad spend
$500k
— Increased sales for first 3 months in-market
10%
— exceeded overall sales goals over 8-week launch